AI in B2B Marketing: How Teams Are Using AI In 2025

As a B2B marketing leader, you’re under pressure to deliver more personalized engagement, accelerate pipeline, and prove ROI — while budgets get tighter and sales cycles keep stretching. 

Traditional playbooks aren’t enough anymore.

This is why more teams like yours are turning to AI as a core driver of strategy. They are not treating it as an experiment but as a way to redesign how they target, engage, and convert. 

From AI chatbots that cut response times to predictive analytics that identify high-value accounts, AI is changing how modern B2B marketing operates. According to HubSpot, nearly two-thirds of marketers are already using AI in some capacity. The real opportunity now lies in how deeply and effectively it is applied. 

How are marketing teams using AI in 2025

According to a survey, 71% of marketing teams use generative AI at least once a week, while around 20% use it daily. This usage is attributed to different use cases, for example: 

1. AI is impactful in different functions of B2B marketing 

This content can range from a blog’s outline to a social media post. AI makes it easier, and most importantly, quicker to create fresh content that previously took hours. 

Below are some prominent works of B2B marketers that are often equipped with AI:

• Writing: 38% of marketers use AI to create content

• Brainstorming: 27% marketers use AI to generate new ideas and creative prompts. 
• Visual storytelling: 28% marketers find AI effective in visual storytelling. 
• Personalization and translation: 5% of marketers use AI to personalize the experience while translating text into different languages. 

When AI carries out these tasks, humans have more time to focus on strategic and critical workloads. This gives marketers a productivity boost, enabling them to achieve a great deal in the shortest time possible. 

2. The tool stack of a marketer is filled with AI-powered apps 

General-purpose chatbots like ChatGPT have been used by 40% of marketers in the past 12 months. The same percentage has utilized AI for image generation. 

Below is an overview of how marketers are leveraging their AI-powered tool stack. 

Such tools have enabled marketers to regain their efficiency, which was previously lost due to the rise in administrative and repetitive tasks. 

3. There's an implementation-adoption gap with AI in B2B marketing 

With 98% of organizations planning on maintaining or increasing their investment in AI, only 51% of marketers are eager to use AI and automation in their workflows. A Content Marketing Institute report shares a similar insight, stating that 54% of B2B marketing teams take an ad hoc approach to AI. Only 19% of teams have integrated AI into their daily workflows. 

This shows a fragmented approach to implementing AI. This can be due to rapid technological development outpacing the speed at which people can effectively absorb the change. Many marketers feel overwhelmed by the prospect of integrating AI tools into their processes, highlighting the need for strategies that help them adapt to these changes.

For tips, check out the G2’s AI Marketing Mind report. 

4. AI is enabling an opportunity to personalize B2B marketing 

According to a 2024 ON24 report, 83% of businesses believe that AI allows marketers to scale and improve personalization for customers. With AI-based personalization, it’s becoming easy to deliver content based on a visitor’s preferences or serve the most relevant campaign. 

The same report suggests that 47% of B2B marketers are already using AI for audience segmentation. A different report suggests use cases in product recommendation (67%), price optimization (42%), and customer segmentation (42%) in B2B e-commerce. This is for companies with annual revenue of more than $100 million. 

AI is making it easier to deliver personalization at scale. However, in content marketing specifically, this is theoretically true. Practically, the Content Marketing Institute report suggests that 44% of B2B marketers say that advanced personalization options are missing in their tech stack. 

This can open up opportunities for companies in this space to equip their systems with advanced-level personalization. 

5. Chatbots and virtual assistants are generating and qualifying leads

Around 57% of B2B marketers have integrated AI chatbots in their demand generation programs. The payoff is real. Among B2B marketers who use chatbots, 26% have seen a 10% to 20% increase in lead generation. 

As a result, many businesses are leveraging chatbots not just for customer service, but as a proactive marketing tool to nurture the audience in real time. 

Kipp Bodner, CMO at HubSpot, says, “This is the year we’re seeing marketers upgrade from simple AI tools and use cases like chatbots and content generation or repurposing to intelligent agents like the Breeze Journey Automation agent.” This means AI is not only supporting conversational use cases but also empowering marketers with workflow automation that helps them expedite tasks. 

In a different vein, the conversational interface also helps the marketing team understand what the person is looking for on their website or what type of content they need to better inform themselves. It makes it easier to apply these insights to a B2B company's content marketing strategy. 

6. AI is helping marketing teams to make sense of data 

AI-driven analytics tools are making it easier to process large datasets to extract patterns or recommended actions. Based on the On24 report, 59% of marketing teams are now using AI for analytics and measurement. The same report suggests that using AI in analytics and measurement has been a top priority for marketers. 

This is reflected in the hiring trends conveyed by a HubSpot report. It suggests hiring a marketing data analyst (13%) is one of the priorities in hiring for marketing leaders. They are trying to bridge the gaps between the current headcount and workload expectations. 

7. Organizations are planning to build more in-house AI tools 

AI makes marketing automation more efficient and effective; 87% of businesses state this in the On24 report. It happens in many ways. For example, AI analyzes account engagement to optimize email send time. There are tools that allow you to A/B test messaging in email automation, ensuring the recipients get a copy personalized to their preferences. 

B2B marketers know AI automation is no longer optional. It is a competitive priority. A Content Marketing Institute survey found that 56% of marketers rank AI-powered automation as high or medium priority, while only 21% still see it as low priority. 

Yet, commitment goes beyond intent. HubSpot reports that 67% of businesses plan to increase their investment in automation tools. What drives that confidence is performance, with 67% of companies saying in-house AI tools now outperform third-party solutions.

This shows businesses are not just experimenting with AI. They are doubling down.

Frequently asked questions (FAQs)

Have more questions? Find the answers below. 

Q1. What are the top AI tools used in B2B marketing?

Among B2B marketers, generative AI chatbots and conversational assistants are among the most popular tools. Close to 62% of marketers use AI chatbots. Similarly, 58% use writing assistants like Grammarly. 52% of marketers use built-AI platforms such as Microsoft Copilot. 

Q2. How can small B2B companies start adopting AI for marketing?

Small B2B companies can begin with low-cost, accessible AI tools and a clear focus. Based on the trends above, it’s clear that you need a plan to absorb the change caused by the AI implementation. Make sure to accommodate it in your AI strategy. It’s best to automate tasks that are repetitive and take a lot of time, without delivering much value to the business. 

Q3. What are the best practices for AI adopting in B2B marketing?

The best practices of adopting AI are as follows: 

• Keep your objectives clear and identify what you want to achieve with AI. 
• Decide whether you want to build internally or use a third-party system. The former are seen to meet needs better than the latter. 
• Account for change management during AI implementation. Train the team periodically to ensure they effectively adapt to the new workflow. 
• Set guidelines for the use of AI. This will ensure your team is not over-exploiting AI systems. 

Q4. How can AI help with B2B marketing personalization? 

AI analyzes large sets of data to pick signals and patterns, delivering insights to automate marketing at scale for B2B companies. AI is capable of segmenting your audience based on behaviors, firmographics, or past interactions, and then help tailor content to each segment or even each account. This leads to increased response rates and customer satisfaction. 

Q5. What ROI can be expected from AI adoption in B2B marketing?

A McKinsey report found that firms using AI achieve 20–30% higher marketing campaign ROI on average compared to their peers. Moreover, 85% of business leaders agree that using AI gives their company a stronger revenue performance than competitors.

Is investing in AI for B2B marketing worth it? 

With AI adoption high and expanding, B2B marketers are starting to see tangible impacts on performance. The efficiency gains that AI systems are driving are impacting companies' bottom line. It's increasing the ROI on labor, making AI investments profitable when implemented effectively. 

However, to realize AI’s full ROI potential requires strategic implementation. Many teams are still in early stages; to truly reap the benefits, organizations must integrate AI deeply into processes and upskill their people. Those that do are likely to achieve even higher returns. So, whether investing in B2B marketing AI is worth it or not, the answer depends on various factors like adoption, implementation challenges, training strategy, and existing tech. 

However, if implemented in order, it seamlessly drives growth and a higher ROI for the overall investment. 

Learn more about overall AI adoption in the market to strategize your investment intelligently.